Key Takeaways

  • Frida launched a fake brand for young kids to highlight the impact of social media skincare trends.

  • Most kids only need simple skincare, and a dermatologist can help families choose safe products.

  • Parents can help kids question beauty trends and feel good about themselves beyond what they see online.

From glazed donut skin and morning shed to Sephora tweens, there’s a slew of skincare trends and content grabbing the attention of adolescents using social media. Another one called Lil’ Retinol recently made the rounds. Geared toward kids ages 6 and over, the brand used the tagline “laugh lines start at 6.”

Here’s the clincher: the brand was totally made up. Despite appearing real with a website and social media channels, Lil’ Retinol was created by mom and baby brand Frida to highlight the reality of all the questionable skincare products and trends that are so easily accessible. It was launched in promotion of Frida’s recently released personal care line for kids that features 32 age-appropriate body, hair, and oral care products.

Frida, which released a New York Times ad explaining the motive behind the fake product, shares that people were unsure whether the brand was real or not. While some commenters were skeptical on the @mylilretinol TikTok page, which has videos with hundreds of thousands of views, others appeared outraged by the fake brand. “Anti-laugh lines?! For a 6 year old?! Let them laugh and age normally in peace,” writes one. Another shares, “6 year olds with retinol?! Diabolical.”

So what do kids actually need when it comes to skincare, and how much of a problem are these social media trends? 

Yes, Youth Skincare Trends Are a Growing Problem

Parents has been covering the rise of skincare trends for youth in the last few years. It’s clear these trends are not going anywhere: A recent NIQ report finds that today’s tweens and teens are getting into beauty at younger ages, with these groups now driving beauty growth by 12.4%.

The interest is heavily influenced by social media. A March 2025 report from Razorfish found 75% of Gen Alpha is interested in beauty content on social media, while 38% create their own beauty content, including “Get Ready With Me” videos. It’s important to note that these trends are touching both girls and boys. The Razorfish report found that 69% of Gen Alpha boys want to prevent wrinkles and 25% have a skincare routine including up to five products. 

Experts are concerned. They’ve told Parents that these trends can harm youth’s skin since it typically doesn’t require many of the ingredients promoted in these beauty trends. “A gentle cleanser, moisturizer, and daily SPF are often more than enough to support healthy skin,” Kristin Baird, MD, a board-certified dermatologist at Dermatology of the Rockies, previously shared. “When in doubt, consult a dermatologist before jumping into any trend you see online.”

A 2025 report published in Pediatrics doubles down on the harms associated with TikTok skincare regimens, explaining that they offer little benefit and may expose youth to harm, including irritation, allergy, and sun damage.

On top of that, these beauty trends can also affect young people’s mental health. “The psychological impacts of videos like these—especially when watched in bulk and without other videos that show more authentic and diverse videos and bodies—are increased mental preoccupation, and internalization of unrealistic beauty standards,” Grace Lautman, CN, LMHC, nutritionist and teen eating disorder therapist, said. These trends can lead to issues with body image and self-worth, and fuel anxiety and depression.

Parents Can Make a Big Difference

It’s a scary world on the internet. So campaigns like Frida’s can help to raise awareness of the dangers. 

But the good news is parents and caregivers play a big role in shaping their child’s views on beauty. NIQ calls parents “the single most influential voice in the beauty journey.” It’s critical for parents to be aware of the harmful trends that are promoted online and to have ongoing conversations with their kids about what they are seeing when they scroll and how content makes them feel. Also, if your kid is online, built-in parental controls on various platforms are a great way to add some protections to filter out specific content and keep their experience as age-appropriate as possible.

If your child is truly into skincare, don’t panic. Help them understand what’s healthy for them, and what’s not. A pediatric dermatologist can be a great source for what products they should use and which ones to avoid.

Importantly, if you notice that their skincare interest (or social media use in general) is impacting their everyday life, such as their grades, sleep, or friendships, it’s important to step in to help prevent a mental health issue.

Read the original article on Parents